Becker’s Hospital Review 6/15/21

Lesson 1: Engaging and building trust with patients begins with Human Understanding.

Lesson 2: Your modern customer’s needs and expectations are changing more quickly than you realize.

Among healthcare consumers:

• 97% want to know pricing for a test, exam, or screening in advance
• 97% want to know pricing for minor surgery in advance
• 91% want to know pricing for major surgery in advance

Lesson 3: Your customers think paying for healthcare is as distressing as buying a car—and your window to catch their attention and loyalty shrinks fast.

NRC Health’s Market Insights study reveals how fickle consumers are regarding price transparency:

• 75% of consumers would choose a provider who shares prices over one who doesn’t
• 66% of consumers believe price transparency is very important regarding where they go for future routine healthcare visits
• 49% of consumers would switch to a more affordable doctor—even if they knew little about them (and half of consumers feel the same way about their most familiar hospital!)
• 45% of consumers believe doctors/hospitals don’t want to share prices 
• 41% of consumers believe doctors/hospitals are waiting for the competition to share prices first

Lesson 4: You need to prioritize the modernization of a simple, fluid, dynamic, user-friendly pricing tool on your website to allow consumers to search—and if you don’t provide one, someone else will.

Lesson 5: If you want a competitive advantage in future-proofing your organization, start listening to your consumers and investing in technology to market yourself better with an effective pricing tool.

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